Monday, June 24, 2024
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The wokest firm on the planet? Always


PROCTER & Gamble is a multinational consumer goods corporation headquartered in the USA. It is unlikely that there is a British household which does not use its products. P&G sells washing powder, razors, shampoo . . . it sells Head & Shoulders, Tampax, Gillette, Olay, Old Spice. You get the picture – you have the products. You can browse the full range here.

One of P&G’s brands is Always menstrual products. Yesterday the Mail on Sunday reported that, under pressure from the transgender lobby, Always will be changing its packaging. According to the Mail, a transgender activist named Ben Saunders contacted ‘The Always Team’ in June because he was offended by use of the female symbol on Always products. Apparently the use of this symbol discriminates against transgender customers. Now, according to the Mail, the Always marketing team has responded to him saying ‘We are glad to inform you that as of December we will use a wrapper design without the feminine symbol’ and adding ‘We are absolutely grateful for having people like you voicing their opinions.’

P&G has confirmed this with a spokesman saying: ‘For over 35 years, Always has championed girls and women, and we will continue to do so. We’re also committed to diversity and inclusion, and we realise that not everyone who has a period and needs to use a pad identifies as female.That is why we wanted to ensure that anyone who needs to use a period product feels comfortable in doing so with Always.’

Perhaps none of this should come as a surprise. Procter & Gamble prides itself on being ‘woke’. It owns the Gillette brand which was responsible for the ‘toxic masculinity’ advert, which is claimed to have cost P&G billions in lost sales. 

Over in another part of its woke universe, P&G is keen to big up being a girl. The problem is that, in order to show itself bigging up being a girl, P&G first has to seriously imply that the rest of society actually wants to put girls down. See the problem this creates? Does it occur to P&G that there might be something damaging in implying that society wants to keep girls down? But who cares if it makes P&G look good, and persuades girls to buy its products? Have a look at the material here and see if you agree with me.

The whole thing is so insulting to girls and women – I would not let my daughters near it. It’s P&G who are insulting girls and women here. And it’s damaging because young girls will believe their narrative. Thank you, P&G.

After the Gillette ad, men chose to buy their razors elsewhere. The Mail reports that many women are now planning to boycott Procter & Gamble products.

Me Too.

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Caroline ffiske
Caroline ffiske
Caroline ffiske is a former adviser to the New Zealand Government, served two terms as a Conservative councillor in Hammersmith & Fulham and is currently a full-time mother. She tweets as @carolinefff

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